ROXFIT Ultra - Launch operating timeline

Beat your best.
Launch without chaos.

One master timeline combining user-facing launch moments with the internal product, payment, legal, data and support deadlines needed to make Ultra work.

Strategy summary

Join the queue now. Pay when access is close. Launch with control.

Ultra should not feel like ROXFIT is taking anything away. The existing app stays free, while Ultra becomes the premium layer for athletes who want deeper race intelligence, competition, pacing insight and training insight. We use the end-of-May race spike to capture intent, but avoid taking payment months before users can access the product.

1Pre-registration captures demand without payment friction.
2Summer previews stop the waitlist going cold.
3Founding pricing is concentrated into one September conversion week.
4Paid users get early access before public launch.
NowOpen the Ultra queue and capture peak race-season demand without taking payment.
Jun-AugWarm the list with RaceIQ, Compete, then TrainIQ/full Ultra previews.
1-7 SepConvert existing users through concentrated founding annual pricing drops.
15 Sep+Public launch with a weaker offer after founding users get first access.

How to read this timeline

Launch moments are what users see. Internal deadlines are what must be ready before those moments can happen safely. The biggest risk is not the wait between pre-registration and payment; it is taking payment before Stripe, RevenueCat, legal, support and entitlement states are fully ready.

Critical path

Before pre-registration: landing page, in-app banners, waitlist capture, queue logic, Pushwoosh sync, consent and analytics. Before September payment: Stripe, RevenueCat, eligibility logic, legal terms, refund/cancellation policy, support tooling and live dashboards.

Now - late May
Lock the plan and prepare pre-registration
The user-facing page can go live before payments and Ultra are fully built, but the promise, tracking and compliance need to be clean.
Pre-reg readiness
Now
Confirm launch structure
Pre-register now, founding pricing opens 1 September, founding users get early access week two, public launch follows week three.
Decision needed
Founders
Now
Confirm pricing and discount rules
Standard annual/monthly, 75/65/55 founding drops, 45% public launch offer, first-year-only wording and annual-only founding pricing.
Decision neededPayments
Founders / Finance
Late May
Update Ultra landing page
Make the page about joining the queue, not paying today. Add: no payment today, current app stays free, founding pricing opens 1 September.
GrowthLaunch moment
Growth / Design
Late May
Build waitlist capture and queue logic
Capture email, ROXFIT user ID, source, timestamp, existing user status and queue position. This is the foundation for September eligibility.
ProductDataInternal deadline
Engineering
Late May
Pre-registration compliance ready
Privacy policy link, terms link, cookie consent if tracking, marketing consent language and basic waitlist terms.
Legal/complianceInternal deadline
Legal / Ops
End May / early June
Ultra early access queue opens
Capture the race-season spike. No payment. Make queue position feel meaningful.
Launch moment
Race spike
Open pre-registration
In-app CTA, email/push and landing page go live: “Join Ultra early access”.
Launch momentGrowth
Growth
After signup
Show registered state
“You’re on the Ultra list. Founding pricing opens from 1 September.” Show queue position if available.
Launch momentProduct
Product
Day 1
Waitlist dashboard live
Track impressions, clicks, landing page views, registrations, source, user type and queue cohort.
DataInternal deadline
Data
June - August
Keep the list warm and build belief
The long gap is fine if it feels like anticipation rather than silence.
Preview campaign
Late June
RaceIQ preview
Show how Ultra helps users understand pacing, station performance, strengths, weaknesses, predicted finish and division gaps.
Launch momentGrowthData
Growth / Product
Mid June
Payment architecture signed off
Decide web Stripe + RevenueCat entitlement model, App Store/Google Play strategy, and whether subscription starts at payment or access.
PaymentsProductLegal/complianceInternal deadline
Eng / Finance
Early July
RevenueCat entitlement model defined
States: free, pre-registered, eligible drop 1/2/3, paid pending access, Ultra active, cancelled, expired, refunded.
PaymentsProductInternal deadline
Engineering
Late July
Compete preview
Show levels, rankings, benchmark workouts, friends and community competition. Reinforce “compete beyond race day”.
Launch momentGrowth
Growth / Product
Mid July
Stripe and RevenueCat test integration working
Test purchase, webhook, entitlement grant, cancellation, refund, restore purchase and manual override flows.
PaymentsSupportInternal deadline
Engineering
Mid July
Subscription legal pack finalised
Terms, refund policy, cancellation wording, first-year discount terms, VAT/tax approach and billing copy.
Legal/compliancePaymentsInternal deadline
Legal / Finance
Late August
TrainIQ + full Ultra preview
Final preview before payment: training insight, consistency, benchmark progress and full Ultra feature set.
Launch momentGrowth
Growth / Product
Late August
Final readiness before taking payment
Checkout, RevenueCat, entitlement gates, support FAQ, dashboards, legal sign-off and incident process ready.
ProductPaymentsSupportDataLegal/complianceInternal deadline
All teams
1-7 September
Founding pricing week
Concentrated annual-only drops for existing users. This is the main conversion validation moment.
Paid conversion
Tue 1 Sept
Drop 1 opens: 75% annual
Invite first queue cohort. Monitor checkout conversion, payment failures, entitlement sync and support tickets closely.
Launch momentPaymentsDataSupport
Growth / Eng
Thu 3 Sept
Drop 2 opens: 65% annual
Invite next queue cohort. Keep 75% positioned as closed to preserve scarcity and reward early users.
Launch momentPayments
Growth
Sat 5 Sept
Drop 3 opens: 55% annual
Final founding price window before public launch offer.
Launch momentPayments
Growth
Mon 7 Sept
Founding pricing closes and conversion review
Review paid users, cash collected, ARR, conversion by cohort, payment issues and readiness for early access.
DataDecision neededInternal deadline
Founders / Data
8-14 September
Founding member early access
Paid users get real access first. Use this week to fix bugs before wider launch.
Controlled rollout
Tue 8 Sept
Ultra unlocks for paid founding users
Entitlements go active. Onboarding, feature gates, analytics and support coverage must be live.
Launch momentProductPaymentsSupportData
Product / Eng
8-14 Sept
Stabilise before public launch
Monitor bugs, support issues, entitlement failures, activation, feature usage and refund requests.
ProductSupportDataInternal deadline
All teams
15 September onward
Public launch
Wider Ultra launch with weaker public offer after founding users have been rewarded.
Public launch
Tue 15 Sept
Public launch offer opens: 45% annual
Launch to wider ROXFIT base and new users. Founding discounts are closed.
Launch momentGrowthPayments
Growth
Launch week
Monitor public launch performance
Daily review of conversion, revenue, app activation, support load, bugs and refund/cancellation signals.
DataSupportProduct
Data / Product
Late Sept
Decide what happens to launch offer
Extend, reduce or end the 45% public offer based on conversion, revenue, activation and support data.
Decision neededDataGrowth
Founders
October
Launch retro and optimisation roadmap
Analyse waitlist-to-paid conversion, ARR, activation, feature usage, support themes and non-buyer winback opportunities.
DataProductGrowthSupport
All teams

How to use this: filter by tag to create team-specific views. The most important internal principle is: RevenueCat owns entitlements, Stripe/App Store/Google Play are payment sources, and ROXFIT backend owns queue, eligibility and user state.